Tool for communicating business information to present and prospective buyers .it is paid form of non personal communication with large audience through T.V , news paper ,internet, radio etc

Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising .it is related three critical decision:Setting objectiveSelecting messageChoosing appropriate media vehicle

At every step in the ad campaign development and implementation process, there is an appropriate use of research to support it or quantify its impact and return on investment (ROI).

I. Advertising objective and product appealoAttitude measurementII. copy testingIII. media selection

Pre testing methods Post testing methods

Consumer jury tests

Laboratory test

Inquires

Stimulated sales test

Portfolio test

Penetration test

i. Recognition test ii.Recall test

Progress tests i . Intend to buy test ii. Sales result test

Advertising research is a specialized form of marketing resear Pre-testing, also known as copy testing, is a form of customized research that predicts in-market performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s Flow of Attention and Flow of Emotion. Measuring attention is very important in Pre-testing.  conducted to improve the efficiency of advertising Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.